Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Fragrances in Belgium

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Executive Summary

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PROSPECTS

Demand for premium fragrances keeps growing

Several factors were at play in fragrances’ positive performance in 2018: strong innovation, especially from prestige brands; the glamour image of premium fragrances; intense advertising, especially on the eve of Christmas; and consumers’ increased annual disposable income. Indeed, premium women’s and men’s fragrances were the most dynamic categories in 2018.

Ambivalent results in mass fragrances

Strong pressure in beauty specialist retailers

Overall, mass fragrances lost to premium products in 2018. When it comes to distribution channels, however, pressure on prices was significant in both premium and mass fragrances.

COMPETITIVE LANDSCAPE

Multinational players dominate fragrances

Multinational players dominate sales of fragrances in Belgium. Fragrances is a category with an international cast of players; most of the major contributors to the category are located abroad, mainly in France, but also in Spain, Italy and the US.

Innovation trends

The two most important new launches of 2018 were Parfums Christian Dior’s Joy and Prestige & Collection & Cie’s Sì Passione, both in premium women’s fragrances. Christian Dior’s Joy was an immediate success and ranked amongst the best-selling fragrances in key beauty specialist retailers.

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